Prescription Drug Promotion by Social Media Influencers: A Systematic Scoping Review

Area of Science:

• Public Health
• Digital Health
• Health Communication

Background:

• Social media influencers (influencers) are increasingly promoting prescription drugs.
• This trend raises concerns regarding misleading information, inadequate regulation, and ethical marketing.
• Understanding these risks is vital for safeguarding public health.

Purpose of the Study:

• To systematically review research on prescription drug promotion by influencers.
• To identify common themes, regulatory gaps, and potential interventions.

Main Methods:

• A systematic scoping review was conducted following PRISMA guidelines.
• Searches included multiple databases (Medline, PsycInfo, etc.) for English-language articles from 2004-2024.
• Thematic analysis was applied to 12 included studies, focusing on accuracy, transparency, and persuasiveness.

Main Results:

• Recurring themes included misinformation due to influencer expertise and audience health literacy.
• Weak regulatory oversight and inconsistent disclosure practices were identified.
• Parasocial narratives blurred personal testimony and paid promotion, increasing risks.

Conclusions:

• Influencer prescription drug promotion carries risks of inaccurate advice amplified by emotional narratives.
• Limited oversight necessitates updated regulations, clear disclosure rules, platform accountability, and digital literacy programs.
• Proactive measures by policymakers and researchers are essential to protect public health.